A clever content strategy is all about having an end goal in mind. What data will help them make better decisions about their tactics?
What questions do you need to ask? What data can you use to answer these questions? What kinds of things do you wish you knew already? How do you think about social media marketing for instance?
Try to think about this in terms of a large business’ staff member (a developer) who has to create a new tool for its social media managers, what should he build? What would you find useful to know?
All content created should align with what services or products you are promoting. So if you are promoting a specific product the content you create should either teach, educate or inform something that lends a prospect to realising they need the relevant service you actually offer. So if you’re selling a horse training manual, your content should be aligned with training horses (i.e. common misconceptions, best methods and the other myths etc).